Darren Paproski - final PhD submission.pdf - University of ...

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H0: Are consumers more aware of COM than COO? H0: π1=π2 Only consumers who have bought (used) in last two years Brand % Correct # Bought Brand Only consumers who have bought (used) in last two years Country of origin Country of Manufacture % Correct Total Responses Test of Correctness (2sample test of proportions z-stat Sig. Kangshifu * 94% 249 96% 251 -1.23 n.s. Toothpaste Lion Zact 9% 47 81% 47 -7.05 0.00 Zhonghua * 99% 268 99% 268 -0.45 n.s. Colgate Total 30% 307 85% 305 -13.67 0.00 Heimei * 89% 127 92% 126 -0.84 n.s. Crest 21% 283 88% 286 -16.04 0.00 Tian Qi * 100% 147 100% 150 n.s. 0.00 Household (White) Appliances TCL* 59% 100 71% 101 -1.83 0.03 Haier * 96% 192 98% 192 -0.92 n.s. Whirlpool 3% 33 57% 35 -4.83 0.00 Sanyo 70% 46 34% 47 3.43 0.00 Samsung 79% 146 33% 145 7.97 0.00 Midea * 84% 170 88% 175 -1.04 n.s. Potato Chips (Crisps) Wangzai * 65% 82 68% 82 -0.50 n.s. Pringles 40% 147 51% 147 -1.87 0.03 Maixiangji * 52% 48 54% 50 -0.19 n.s. 228
H0: Are consumers more aware of COM than COO? H0: π1=π2 Only consumers who have bought (used) in last two years Brand % Correct # Bought Brand Only consumers who have bought (used) in last two years Country of origin Country of Manufacture % Correct Total Responses Test of Correctness (2sample test of proportions z-stat Sig. WangWang * 67% 60 76% 63 -1.17 n.s. Lay's 36% 215 65% 220 -6.18 0.00 Packaged Specialty Chocolate Cadbury 6% 116 38% 117 -5.94 0.00 Meiji 48% 79 26% 80 2.85 0.00 Ferrero Rocher 48% 122 34% 122 2.08 0.02 Dove 26% 224 35% 225 -2.02 0.02 Leconte * 21% 120 47% 118 -4.33 0.00 Hershey’s 27% 83 30% 88 -0.44 n.s. Perfume Lancome 77% 73 73% 73 0.57 n.s. Chanel 74% 87 69% 88 0.62 n.s. Gucci 16% 45 9% 45 0.97 n.s. Kenzo 58% 19 50% 20 0.49 n.s. Christian Dior 26% 57 27% 55 -0.11 n.s. Estee Lauder 45% 47 0% 46 5.15 0.00 Mobile Phones TCL * 79% 34 81% 32 -0.19 n.s. Sony Ericsson 45% 100 35% 104 1.52 n.s. 229
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Purchasing Intentions and Behavior
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Dedication This work is dedicated t
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Abstract This research is a study o
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List of Acronyms CE - Consumer Ethn
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2.2.3 The Brand as Providing a Func
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5.0 Introduction ..................
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7.5.11 Banks (ATMs) ...............
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A1.9 Summary ......................
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Appendix VII. Main Consumer Survey
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List of Tables Table 5. 1 Pre-teste
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Table 6. 46 Chi-Square Tests of Dif
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1.1 Background of Study Once the Ch
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The role that culture plays in gene
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Understanding how to enhance brand
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� Chapter 8 -Summary, Implication
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chips, and ice cream tubs). In Cell
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2. Managerial and Consumer Perspect
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"non-rational" elements as this alt
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trajectory will angle upward. The l
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determinants of purchase intention,
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line according to a similar taxonom
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objects, or issues (Solomon et al,
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Figure 2. 2 The Tri-components mode
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identifying a set of attributes, we
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them. According to the theory, AACT
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The Theory of Planned Behavior inte
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2.12 Attitudes toward the advertise
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Figure 2. 5 An adapted multi-attrib
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and (Laurent and Kapferer, 1985). W
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and by consumers’ reactions towar
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1993). Papadopoulos et al (1993) de
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Figure 2. 8 The Halo Effect of the
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ehavior acted upon perception of br
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However, even though many consumers
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others. This may confuse consumers
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products (Kaynak and Kara, 2002). A
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Figure 2. 9 Four broad categories o
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matrix was presented as the model u
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aspects, Chinese consumers generall
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Howard and Sheth (1969) discussed t
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3.1.3 Hofstede Cultural Dimensions
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power distant context may be more l
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tend to be more rational and keep t
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countries. This has been termed “
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One of the limitations of Maslow’
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4. A Framework of brand choice 4.0
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Figure 4. 1 Engel-Kollat-Blackwell
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main theoretical foundation for thi
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The socio-cultural environmental in
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consists of two parents and one chi
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ehavior to remain. Yet, with the ve
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SRQ 1.1.1a.1: Is the intention to p
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RP 1.1.5: Chinese consumers’ purc
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RP 1.2.4: The importance of store l
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inconvenient activity. Beijing's va
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In our study we investigated the br
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SRQ 4.1: Do consumers in Guangzhou
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RP 5.4.0: Chinese consumers are not
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5. Research Methodology 5.0 Introdu
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Figure 5. 1 Research Methodology Su
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with a sample size of between fifty
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Figure 5. 2 Product Categories for
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follow-up emails, where applicable,
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Low Functionality/ Low Representati
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product category's COO higher than
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We can see that for product categor
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the case of household appliances, S
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Table 5. 8 Selection of brands used
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Table 5. 9 Expected versus Actual Q
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5.7 Expert Interviews Marketing exp
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5.7.1 Results of the Pre-test of Ma
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esult in high internal validity but
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6.3 Data Analyses Data analyses wer
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19 When a new brand of an existing
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13 price for an unknown brand. My f
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Table 6. 4 Tests of importance for
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Table 6. 5 ANOVAs Between Ethnicity
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Table 6. 6 Summary of Fisher's LSD
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Table 6. 7 Two Sample Test of Hypot
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1.1.1 Conservatism: Ethnocentrism i
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Proposition # Specific Research Que
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Proposition 1.1.2a, which states th
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Proposition 1.1.3, which states tha
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Propositions Specific Research Ques
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We argued that a "conservative" con
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important service component, there
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member/loyalty cards more often tha
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Consumers from the key cities studi
Page 177 and 178: Table 6. 16 Pair-wise tests of sign
Page 179 and 180: Table 6. 17 Frequency of Purchase (
Page 181 and 182: Table 6. 19 Frequency of Purchase (
Page 183 and 184: Based on Cramer's V, the strength o
Page 185 and 186: GRQ 2.0: Brand choice and ethnicity
Page 187 and 188: four categories there is a very str
Page 189 and 190: Table 6. 24 Percentage of urban con
Page 191 and 192: Brands by category Beijing Shanghai
Page 193 and 194: small to medium effect with respect
Page 195 and 196: 12 categories for Chongqing consume
Page 197 and 198: Beijing Shanghai Chongqing Guangzho
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Page 203 and 204: Table 6. 30 Actual Percentage of Co
Page 205 and 206: The general research question askin
Page 207 and 208: Table 6. 33 Means of Importance of
Page 209 and 210: Using Cramer's V to measure the str
Page 211 and 212: Specific Research Questions Proposi
Page 213 and 214: Table 6. 37 Consumer Knowledge of B
Page 215 and 216: Brand % Correct Country of origin C
Page 217 and 218: With respect to Leconte, many respo
Page 219 and 220: Brand % Correct Country of origin C
Page 221 and 222: To determine if those who recently
Page 223 and 224: H0: Are those urban consumers who b
Page 225 and 226: H0: Are those urban consumers who b
Page 227: no differences between COO and COM
Page 231 and 232: Table 6.41 summarizes results by in
Page 233 and 234: Statistically significant differenc
Page 235 and 236: % Correct responses Brand/Ethnicity
Page 237 and 238: % Correct responses Brand/Ethnicity
Page 239 and 240: Table 6. 45 Two-way Contingency Tab
Page 241 and 242: Table 6. 46 Chi-Square Tests of Dif
Page 243 and 244: Table 6. 47 Two-way Contingency Tab
Page 245 and 246: H0: p1 ≤ p2 ;H1: p1 > p2; z=1.65
Page 247 and 248: are misinformed as to the correct C
Page 249 and 250: Marketers, moreover, need to be war
Page 251 and 252: definitive nature of the survey que
Page 253 and 254: With respect to the fourth dimensio
Page 255 and 256: Population density likely accounts
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Page 259 and 260: 7.4 Brand Choice (RQ 2.0) This sect
Page 261 and 262: Table 7. 3 Reasons for purchasing f
Page 263 and 264: influenced. Melewar et al (2004) si
Page 265 and 266: Table 7. 7 Overall brand knowledge
Page 267 and 268: more than 70 imported or joint vent
Page 269 and 270: domestic brands and partly because
Page 271 and 272: 8. Summary, Implications, and Concl
Page 273 and 274: 8.1.4. Actual purchase frequency
Page 275 and 276: their segmentation and targeting st
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counterparts; yet, the interviewee
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promotions and marketing, differenc
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8.5.8 Situational factors impacting
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Anderson, D.R., Sweeney, D.J. & Wil
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Bettman, J.R. (1970) Information pr
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Chen, C.H. and Zimitat, C. (2006) U
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Czinkota, M.R. and Ronkainen, I.A.
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Ehrenberg, A., Goodhardt, G. & Barw
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Goffman, E. (1967) Interaction Ritu
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Hofstede, G. (2001) Culture's Conse
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Insch G.S. (2003) The Impact of Cou
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Kluckhohn, C. and F.L. Strodtbeck (
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Li, J.J. and Su, C. (2007) How Face
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[Accessed 3 April 2010). McShane, S
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innovation diffusion: The case of J
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Perrin, R. and Gong, Y. (2010) Uniq
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Samiee, S. (1994) Custumer evaluati
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Su, Y., Xu, D. & Phan, P.H. (2008)
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Verlegh, P.W. and Steenkamp, J.B. (
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Wu, K. (1998) Sociology of Educatio
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Appendix I. The Chinese Marketing E
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Confucius was not particularly inte
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China from their bases in Manchuria
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Figure A1. 1 Administrative Divisio
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Table A1. 1 Population and Its Comp
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levels of domestic and internationa
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Table A1. 4 GDP and Population Dens
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middle south regions and below nati
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world’s third-largest economy). B
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337 Countries Market Size Market Gr
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Table A1. 6 Year to Year Comparison
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Table A1. 7 Dimensions and Measures
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internet access exists but some cen
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certifications, such as a license.
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Table A1. 8 Business Monitor Intern
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China’s political environment is
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and makers to reduce the stigma of
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making comparisons between differen
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2007). Each of the populations in t
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Walmart in 2007, who explained that
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From a manufacturer's perspective,
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among others as well as China's own
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Table A2. 2 Traditional Media Expen
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The size of China's online display
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Appendix III. Industry Interviews -
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A3.3. Q3-2 Do Chinese consumers try
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cigarettes."; "Older people prefer
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a bias toward foreign brands due to
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guarantee or promise of good qualit
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Table A3. 2 Synopsis of interview r
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A3.6. Q3-5 Are Chinese consumers sl
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Table A3. 3 Combined responses to Q
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products even for foreign brands bu
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A3.10. Q3-9 Do Chinese consumers ge
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deposit or some stores don't allow
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their related product categories. P
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agreement that Beijing consumers ar
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administration and white-collar wor
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� Shanghai and Guangzhou consumer
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trying new products). Thus, consump
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A3.14. Q4-3 Would you consider urba
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Response No. of expert mentions* Ye
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Experts also unanimously agreed tha
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Strategy lever Useful Insights Pric
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awareness of brand names, relative
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Appendix IV. Research Consent Forms
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A4.2 Research Consent Form - Depth
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Appendix V. Survey of Consumer Bran
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Bottled Water 矿泉水或纯净水
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Ice Cream Tubs 冰淇淋浴盆 Yes
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Potato Chips (Crisps) 薯片(脆片
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Household Appliances (refrigerators
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Airlines 航空公司 1. Singapore
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Appendix VI. Specification of brand
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11. Banks (including ATMs) 中国
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消费者购买行为调查请根
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C 对于以下品牌产品当中,
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C 对于以下品牌产品当中,
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品牌之间的关系如下所示,
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Appendix VIII. Main Consumer Behavi
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II. Relationship to Product Categor
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III. Relationship to Brands C Speci
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COO/COM 品牌之间的关系 3. To
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453 7. Perfume 香水兰蔻Lancome
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COO/COM 品牌之间的关系 11. B
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Appendix IX. Interview Guide for Ma
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3.2. Would you consider consumers i
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potential sampling (Type I) error b
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A10.9 Coefficients of Correlation F
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The main general research questions
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The main general research questions
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Study(Year) Country Findings Jordan
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Appendix XIV. Brand Choice - Other
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Category Brand Beijing Shanghai Cho
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Appendix XV. Unique Promotional App
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Distribution of shopping discount c
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479
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481
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483
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485
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487
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489
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491
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with negative rhetoric and pejorati
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literature where consumers consider
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correctly point out that their stud
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quite difficult to research the mod
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dissuades them from accepting brand
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esponsibility and argued that socia
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